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Bulgari’s Noteworthy New China Marketing Campaign on a Happy ‘Jew’ Year of the Pig (Zhu)

Bulgari’s wordplay is multidimensional, but did it consider Jewish people?

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A new marketing campaign by Italian luxury brand introduces “JEW” as a supposed ‘buzzword’ for the Year of the Pig (Zhu in Mandarin.

On January 4th, the Italian jewelry company Bulgari launched a remarkable campaign on WeChat and Weibo to promote its luxury goods for the New Year, which for China, will be the Year of the Pig.

The campaign was first spotted by Nathan Baker (@NateyBakes) who wondered on Twitter: “So Bulgari’s WeChat account just put out an article that spells the Chinese word for pig in a special way. Wonder if they consulted with any Jewish people first.”

The campaign on Weibo is introduced as follows (loose translation): “At the beginning of the new year, let your charm stand out. The Bulgari special Lunar New Year collection is launched. In the new year, you’re the ‘pearl’ (‘JEW’) in the palm [‘beloved one’]” [“新年伊始,你的魅力已展露锋芒. 宝格丽农历新年特别款作品全新上市. 新的一年,要你做掌上明JEW.”]

The campaign uses a few posters that show their new jewelry collection together with pigs.

The word ‘JEW’ is multidimensional in its Chinese use here by Bulgari.

(1) Firstly, it is a wordplay on the Mandarin pronunciation for ‘pig’ (猪) zhū, which, when pronounced, sounds similar to the English ‘Jew’ (listen here).

(2) Second, the use of ‘Jew’ in English could also be seen as an abbreviation for ‘jewelry.’

(3) Third, the campaign uses various Chinese idioms starting or ending with a character that is pronounced as ‘zhu‘ in Mandarin, where ‘Jew’ is used as a substitute. It is a play on words, as it could mean either ‘pig,’ ‘jewelry,’ as well as still conveying the meaning of the original idiom.

The Chinese idiom “pearl in the palm” or “beloved daughter” (掌上明珠, zhǎngshàngmíngzhū), for example, is written as “掌上明JEW”: it sounds the same, but the last character is replaced with the English ‘Jew,’* which then also changes the meaning of the idiom to something along the lines of “having a jewel in the hand” – which is used to promote a Bulgari watch.

The Chinese idiom 胸有成竹 (xiōngyǒuchéngzhú), meaning to have a well-thought-out plan, is used in combination with ‘Jew’ here, which also gives it a double meaning since it could then literally be translated as “your chest turns into jew[elery],” which is used to promote the necklace in the first picture.

Another idiom used in the campaign is 诸事顺利 (zhūshìshùnlì), which means that everything is going smoothly, and in which the first ‘zhu‘, again, is replaced by ‘JEW,’ which brings about a wordplay that the Bulgari jewelry is supposedly smooth, as well as the [year of the] pig.

All in all, one could argue that Bulgari’s marketing team has created a new marketing campaign that mixes up Chinese characters, English, and idioms in such a way that thinks of Chinese tradition and promotes their own luxury products.

However, as Nathan Baker notes, there is a sensitive problem in this campaign regarding the use of the word ‘Jew,’ especially when framed together with the images of a pig, which will surely raise more than a few eyebrows and, marketing-wise, is probably not a smart move for the Italian luxury brand.

Update: Wow, that was fast. The campaign already seems to have been deleted from Wechat as well as from Weibo.

By Manya Koetse

*Thanks to Annelous Stiggelbout for clarification

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Insight

The Huawei Case Sparks Anti-American, “Support Huawei” Sentiments on Weibo

“Ever since all the news came out on Meng Wanzhou’s arrest I feel like this is Cold War 2.0,” some commenters say.

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(original image via NDTV.com)

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The latest developments in the Huawei case are a major topic of discussion on Chinese social media, sparking anti-American sentiments, along with hundreds of netizens calling for the support of Huawei.

The case involving Huawei and Meng Wanzhou is making international headlines today, now that the US Justice Department has officially filed charges against Chinese smartphone maker Huawei for allegedly stealing trade secrets from T-Mobile.

Among many other things, US prosecutors allege that Huawei launched a formal policy in which bonuses were offered to employees who succeeded in stealing confidential information from competitors (full papers here, page 19).

The Department also filed criminal charges against Meng Wanzhou (孟晚舟), who is the chief financial officer of Huawei and the daughter of the company’s founder Ren Zhengfei (任正非). The US is seeking the extradition of Meng Wanzhou from Canada.

The indicment papers as being shared on Weibo.

Meng was detained in Canada on December 1st of 2018 during transit at the Vancouver airport at the request of United States officials. She was released on bail on December 11. Meng’s next court date is set for February 6, 2019, in Vancouver.

 

“To the Chinese who proclaim that the American lawsuit against Huawei makes sense, where’s your conscience?”

 

Huawei responded to the accusations in state media on Tuesday, saying they were “very disappointed” about the charges, and denying that Huawei, nor its affiliates, had committed violations of US law.

China’s Ministry of Foreign Affairs urged the US to revoke its charges against Meng and to “stop the unreasonable suppression of Chinese companies, including Huawei, and to treat Chinese enterprises objectively and fairly.”

Meanwhile, on Chinese social media platform Weibo, the hashtag “Huawei responds to US accusations” (#华为回应美国指控#) received some 1,5 million views on Tuesday.

Among hundreds of comments, many netizens express their apparent belief that the United States is using the judicial system in a battle that is actually politically motivated, and that China’s rise as a competing technological power plays a major role in this issue.

“America has no confidence in its own technological power anymore, and has come to a point of such weakness that China’s technological strength is frightening to them,” one commenter named ‘Battle Wolf Wang Jie’ (@战狼-王杰) said.

“The goal of the US clearly is to suppress Huawei and its 5G technology, it is a fight over leadership,” one commenter wrote.

One popular Weibo tech blogging account (@科技阿宽) described the US as “a cornered dog jumping over a wall” (“狗急跳墙”), a Chinese idiom for describing desperate people resorting to desperate measures. This idiom was also used by other Weibo users commenting on the Huawei issue.

“Ever since all the news came out on the Meng Wanzhou arrest I feel like this is Cold War 2.0,” a Weibo user named Wei Zhong (@卫中) wrote about the issue: “This arms race in the field of technology can’t be avoided, and it will spread to other fields, posing a challenge to America’s leading position.”

But there are also commenters who want to know more about whether there are reasonable grounds to believe Huawei and Meng actually committed a crime: “So did they, or didn’t they?”

“Huawei needs to operate in accordance with international laws, otherwise there will be no end to the trouble,” some said, with others adding: “If they did nothing wrong, they shouldn’t be afraid to face the Americans.”

The editor-in-chief of the Chinese and English Global Times, Hu Xijin (胡锡进), called out those who suggested that the US might have sound legal grounds for the charges, writing on Weibo: “To the Chinese who proclaim today that the American lawsuit against Huawei makes sense, where’s your conscience? Have your brains been eaten by the dogs?”

 

“Was the Canadian Ambassador sacked for speaking the truth?”

 

The Huawei case news story has been developing and has been a topic of discussion ever since Meng’s arrest in December. A social media post issued by Meng shortly after her arrest became one of the biggest trending topics on Weibo of 2018.

The news that former Canadian diplomat Michael Kovrig was detained in Beijing on December 10th of 2018 also generated online discussions on the Huawei issue, with many linking his arrest to Meng’s case.

According to many, the detainment of Meng in Canada is linked to the detainment of Kovrig in Beijing.

Earlier this week, the dismissal of the Canadian ambassador to China, John McCallum, also became big news.

McCallum’s exit was preceded by his different interview comments on the Meng Wanzhou case. He told Chinese-language journalists that Meng had “strong arguments that she can make before a judge,” and reportedly told The Star‘s Joanna Chiu that it would be “great” if the US could drop the request for Meng’s extradition.

On social media, news of McCallum’s dismissal was shared hundreds of times this week. In response to the case, Chinese columnist Sun Bo published an article titled “Was the Canadian Ambassador sacked for Speaking the Truth?” in The Observer (观察者). On Weibo, similar attitudes are expressed, with many arguing that McCallum was punished for simply “expressing his thoughts.”

Some netizens argued that McCallum had been “set up” by the interviewer and that he had said nothing wrong. One Weibo user simply argued: “If America would no longer request Meng’s extradition, then Canada would not need to detain Meng and would not need to become hostile with China, which would also be better for Canada.”

A recurring sentiment expressed by netizens on the issue was that McCallum’s dismissal clashed with Canada’s “so-called freedom of speech,” although there are also other voices stating: “When an ambassador for the government publicly issues their own personal views as they like, they do need to step down.”

 

“He talked about how we should support Huawei, but sent it from his iPhone.”

 

Amid all discussions on Weibo (where some comment threads jumped from having some hundreds comments to “no comments” and then reopened with some hundred comments again), the support for Huawei is one sentiment that stands out.

“I will stand by Huawei,” many commenters write across various threads.

“I support Huawei! America and Canada need to set Meng free!”

Others call for a boycott on Apple and American products, urging Chinese netizens to purchase Huawei instead.

There are also some, however, who point out there is some hypocrisy behind some of these statements: “I just saw a ‘Huawei defender,'”, popular tech blogger ‘Keji Xinyi’ (@科技新一) writes: “He was talking about how we should support the made-in-China Huawei brand, and that Huawei is China’s pride, that Huawei will astonish the world. Then I saw his Weibo post was sent from an iPhone.”

Others joke around: “I support Huawei! I use the Honor 7 [device] by Huawei. I absolutely will not buy an iPhone. It’s too expensive and I can’t afford it.”

Jokes aside, the Huawei case is certainly one that will continue to be discussed in many corners of Chinese social media, with many expressing concern on how this case will develop in the future – as it is not likely to blow over any time soon.

“The law will rule based on evidence,” some commenters write: “So let’s just wait and see.”

By Manya Koetse

Spotted a mistake or want to add something? Please let us know through email.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Marketing & Advertising

China’s Peppa Pig Movie Promo Craze: Understanding the Video and the Trend Behind It

Why Peppa is breaking the Chinese internet.

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The Peppa Pig movie promo is breaking the Chinese internet right now. Our latest Weivlog explains the video, its social context, and its background.

China’s Peppa Pig movie promo video might already be one of Weibo’s biggest trending topics of the year.

To know more about this video and its background, check out our full latest video featured here, explaining the trend in full detail – the original video lacks English subs, so we explain the video from A-Z there.

Check it out, and please subscribe to our YouTube channel if you’d like to see more explanations of Chinese trends through video.

By Manya Koetse 

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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